The Hong Kong Trade Development Council (HKTDC) announced the third Hong Kong Shopping Festival, which will for the first time extend into the ASEAN region, targeting Singapore and Malaysia as primary markets. Running from August 1 to 20 for the Chinese Mainland edition and September 21 to 27 for the ASEAN edition, the event features a record number of participating brands—over 280 in the Mainland edition and around 100 in the ASEAN edition—according to a press release on July 29, 2026.
The festival aligns with measures outlined in the Hong Kong Chief Executive’s Policy Address and Budget to help small and medium-sized enterprises expand cross-border e-commerce. This year's theme, “Hong Kong Trends, Curated Finds,” includes seven product categories: health supplements, food and beverages, personal care and cosmetics, home and living, apparel and accessories, products for the silver economy, and a newly added designer toys category. Consumers will have access to exclusive discounts and live-streaming sales events.
Financial Secretary Paul Chan recorded a promotional video for the event, emphasizing the government's commitment to supporting digital transformation and cross-boundary e-commerce. “This year, while continuing to strengthen its presence on Mainland e-commerce platforms, the Hong Kong Shopping Festival is entering the ASEAN e-commerce market for the first time, helping Hong Kong’s brands and products reach more consumers across geographies,” Chan said.
Jacky Chung, Associate Executive Director of HKTDC, noted that Hong Kong businesses are recognized for quality and trust, giving them competitive advantages in both Mainland and ASEAN markets. “Through the Hong Kong Shopping Festival, HKTDC integrates training, professional consultancy, live-streaming promotion and practical sales opportunities to help enterprises progress from learning e-commerce to excelling in e-commerce,” Chung said.
A Q1 2026 survey by HKTDC Research found that 46% of Hong Kong exporters are already engaged in cross-border e-commerce, with another 20% planning to adopt online sales channels within the next 12 months. Bruce Pang, Director of Research at HKTDC, highlighted the growth potential: “The Chinese Mainland is enjoying a sustained consumption upgrade, while the ASEAN e-commerce market is developing rapidly. Malaysia and Singapore are stand-outs due to their high purchasing power and e-commerce penetration.”
The Mainland edition will collaborate with platforms like Taobao, JD.com, and Douyin, featuring 600 unique products and 30 live-streaming sessions with renowned livestreamers including Austin Li Live, Allen Lin Live, and TVB Select Live. A new “Behind-the-Brand” livestream series will tour Hong Kong factories and stores to enhance brand exposure. The ASEAN edition will partner with Shopee and Lazada, showcasing around 300 featured products. A limited-time online store will help Hong Kong businesses test market response in Singapore and Malaysia.
Support measures include one-on-one professional consultancy services and, for the first time, the Hong Kong Export Credit Insurance Corporation (HKECIC) joining to offer export credit insurance and financing solutions for cross-border e-commerce with the Mainland. HKTDC has also organized e-commerce training programs since December 2025 and will roll out specialized seminars on ASEAN e-commerce.
Representatives from participating brands shared their experiences at the press conference. Vivian Tang, Executive Director of Wai Yuen Tong Medicine Company Limited, a returning participant, spoke about e-commerce marketing strategies. Edmond Yung, Managing Director of ProFone (Hong Kong) Limited, a first-time participant, shared the company’s ambitions to expand into Mainland and ASEAN markets.
For more information, visit the official websites: Hong Kong Shopping Festival (Chinese Mainland) and Hong Kong Shopping Festival (ASEAN). The HKTDC Research survey is available at Hong Kong Adopts Cross-border E-commerce.
